Measuring the quality of relationships in consumer services: an empirical study

Measuring the quality of relationships in consumer services: an empirical study Increasingly, firms are recognizing the value of establishing close relationships with their customers as a means of retaining existing customers. Also, firms are realizing that the intangible aspects of a relationship are not easily duplicated by competition, thus providing a sustainable competitive advantage to the firm. In this paper, we provide firms with a scale for measuring the quality of these intangible relationships between service firms and their customers. We then test this scale against the related, yet dissimilar scale for service quality to determine whether the relationship quality (RQ) scale adds any further explanation of behavioral intentions. Our results indicate that relationship quality is a distinct construct from service quality and that RQ is a better predictor of behavioral intentions than service quality. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Measuring the quality of relationships in consumer services: an empirical study

European Journal of Marketing, Volume 37 (1/2): 28 – Feb 1, 2003

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560310454037
Publisher site
See Article on Publisher Site

Abstract

Increasingly, firms are recognizing the value of establishing close relationships with their customers as a means of retaining existing customers. Also, firms are realizing that the intangible aspects of a relationship are not easily duplicated by competition, thus providing a sustainable competitive advantage to the firm. In this paper, we provide firms with a scale for measuring the quality of these intangible relationships between service firms and their customers. We then test this scale against the related, yet dissimilar scale for service quality to determine whether the relationship quality (RQ) scale adds any further explanation of behavioral intentions. Our results indicate that relationship quality is a distinct construct from service quality and that RQ is a better predictor of behavioral intentions than service quality.

Journal

European Journal of MarketingEmerald Publishing

Published: Feb 1, 2003

Keywords: Development; Relationship marketing; Services marketing; Service quality

References

  • Closeness, strength, and satisfaction: examining the nature of relationships between providers of financial services and their retail customers
    Barnes, J.G.
  • Determinants of relationship quality: an artificial neural network analysis
    Bejou, D.; Wray, B.; Ingram, T.N.
  • A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates
    Burton, S; Lichtenstein, D.R; Netemeyer, R.G.; Garretson, J.A.
  • Consumption emotion and perceived risk: a macro‐analytic approach
    Chaudhuri, A.
  • A comparison of question scales used for measuring customer satisfaction
    Danaher, P.; Haddrell, V.
  • The role of relationship quality in the stratification of vendors as perceived by customers
    Dorsch, M.J.; Swanson, S.R.; Kelley, S.W.
  • Developing buyer‐seller relationships
    Dwyer, F.R.; Schurr, P.H.; Oh, S.
  • Factor Analysis
    Gorsuch, R.L.
  • The impact of customer satisfaction and relationship quality on customer retention: a critical reassessment and model development
    Hennig‐Thurau, T.; Klee, A.
  • Listening to your customers: the impact of perceived salesperson listening behavior on relationship outcomes
    Ramsey, R.P.; Sohi, R.S.
  • Antecedents and consequences of trust and satisfaction in buyer‐seller relationships
    Selnes, F.
  • Managing customer relationships for profit: the dynamics of relationship quality
    Storbacka, K.; Strandvik, T.; Gronroos, C.
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    Wray, B.; Palmer, A.; Bejou, D.
  • Services Marketing
    Zeithaml, V.A.; Bitner, M.J.

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